The Man Who Learnt to Fly

C4 + HONDA

Honda has always had an innovative relationship with Channel 4, from the creation of the UK’s first live ad break to Little Dot’s previous campaign The Evolution of Stunts on All 4.
In continuing this heritage we were invited to pitch a new concept that would bring to life Honda’s belief in ‘the pursuit of better’ without the final execution resulting in a generic car promotion.

OUR IDEA

Our response was ‘The Man Who Learnt To Fly’ a C4 documentary, ad break takeover and social stunt that told the inspirational story of pioneering inventor and daredevil Richard Browning as he built the world’s first jet suit.

Subsequently referred to as the real-life Iron Man, we followed Richard's pioneering journey from early experiments to hair-raising flights as he built the suit and then took flight.

This was the story of one man who through the relentless ‘pursuit of better’ was able achieved something truly extraordinary.

In integrating the Honda Civic, rather than place it front and centre within our films, we turned the car into an action vehicle that could track Richard’s unique flight and expertly film the action as it unfolded, in what would be a unique collaboration between two dream makers.